Based on prior research about the linguistic characteristics commonly found in misinformation, Zhou et. al conducted the following hypothesis regarding linguistic qualities, misinformation spread, and the moderating factor of media richness. 
- Compared to true information, misinformation containing more uncertainty, emotion, persuasive, or comparative words will be more widely disseminated (have more shares). 
- The difference in dissemination will be even larger when the information richness is higher (more shares for fake posts when they contain photos or videos). 

Zhou et al. Hypothesis Regarding Linguistic Characteristics and Misinformation Dissemination

Misinformation creators may use comparative words in their content to make themselves appear more reliable. They may use a similar situation to imply they have experience with the topic they write about. 

University of Michigan - Ann Arbor

Previous research has shown that misinformation tends to contain more uncertainty words and be more emotionally extreme. What is unknown is the impact these characteristics have on misinformation dissemination. To address this gap, Zhou et al. examined four linguistic characteristics thought to have an effect on misinformation dissemination, including:
- Uncertainty words
- Emotion words (positive and negative)
- Persuasive words
- Comparative words

Linguistic Characteristics of Misinformation

Zhou, C., Li, K., & Lu, Y. (2021). Linguistic characteristics and the dissemination of misinformation in social media: The moderating effect of information richness. Information Processing and Management, 58(6). https://doi.org/10.1016/j.ipm.2021.102679

Linguistic characteristics and the dissemination of misinformation in social media: The moderating effect of information richness

Uncertainty words are prevalent in misinformation posts. They can make a post look more trustworthy and relatable, and therefore more acceptable to share. This could be because sharing the uncertain post does not force the user to accept responsibility, should the claim be false. 
- Examples: someone, sometimes, possibly, appears to be, others may say, etc.  

Linguistic Characteristics of Misinformation: Uncertainty Words

Emotion words can affect a person's emotional state by making them more aroused or evoking a certain emotion. Misinformation creators tend to use more emotion words (specifically negative emotion words) to elicit an emotional response from users. This can have an impact on their social media behavior, such as their likelihood of liking or sharing a piece of misinformation. 

Linguistic Characteristics of Misinformation: Emotion Words

Persuasive words are used to change a person's attitude or behavior. 
-Examples: An expert says, studies have shown, A specialist in the field believes, according to a trusted scientist, etc. 

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